Significant Predictor Of Purchase Intention Research Articles

Applying Extended Theory of Planned Behavior to Investigate Consumer Purchase Intention toward Street Food Vendors

This study aims to explore the factors that influence the behaviour of consumers towards Hanoi street food vendors by applying the extended Theory of Planned Behavior (e-TPB) which includes six constructs - attitude, subjective norm, perceived behavioral control, and social media and past behavior and purchase intention. Using a quantitative research approach, data was collected from 181 respondents through an online survey and using the analysis technique is SPSS version 22 and Smart PLS 3.0. The findings indicate that social media, having the highest regression weight, become the most significant predictor of purchase intention, following by subjective norms, perceived behavioral control and attitude. The study also reveals that previous behavior had a favorable impact on attitude, perceived behavioral control, subjective norms, and social media, but not on purchase intention. The study will increase our understanding of the variables influencing consumers’ intentions to purchase street food in Hanoi. Recommendations and implications for marketing-related street food selling strategies are discussed.

Changing the Attitude of Pakistani Females toward Mobile Phones’ Perceived Innovation

Abstract Objective Perceived innovation is considered a significant predictor of purchase intention. This study explores the influence of perceived innovation on purchasing intention and the mediating role of perceived quality, especially for female consumers. The impact of four dimensions of perceived innovation on purchase intention is studied separately. Methodology A survey of 227 female respondents revealed that female attitudes toward innovation have changed. The hypothesized relations were tested with a sample of 227 respondents by applying different statistical tests. Mediation analysis was conducted by using process macro. Findings The study results show that four dimensions of perceived innovation positively influence purchase intention. Perceived quality significantly mediates all relationships. There exists partial mediation in all relationships. Value Added The study analyses a valuable part of the growing cell phone market in Pakistan, and the methodology can be used for broader research. Recommendations The study suggests that marketers can develop innovative marketing and service strategies to attract more females. Further, the focus should be placed on product innovation and technology innovation.

The Associated of Perceived Service Quality to Customer Behaviour Towards Use and Purchase Intention in Freemium Services

The rise of the freemium business model has presented challenges for service developers in balancing service quality and generating demand for premium offerings. This study examines the relationship between perceived service quality, continued use of freemium services, and the decision to purchase premium content in the context of online events. The research focuses on LombaCademy, an educational platform who currently developing new online program names sharing sessions. Drawing on data collected from participants of LombaCademy's webinars (N = 220), this research utilized the PLS-SEM method through SmartPLS software. the objectives of the study are to examine the impact of service quality dimensions, including tangibility, reliability, responsiveness, assurance, and empathy, on continued use of free services and the decision to purchase premium products or features. The findings reveal significant positive relationships between empathy and tangibility to use intention. Moreover, use intention was found to have a significant direct and total effect on purchase intention, highlighting the importance of fostering use intention to drive purchase behaviour. Notably, reliability was identified as another significant predictor of purchase intention These findings provide valuable insights for LombaCademy's business strategies in the competitive landscape of freemium services, particularly in the education industry. However, it is important to note the limitations of this study. The findings are based on a specific time and a sample of participants who have attended LombaCademy's webinars, which may limit generalizability to other service contexts or industries. Future research could explore the moderating effects of contextual factors and examine the role of emerging technologies to further enhance service quality and consumer behaviour in online events.

Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense

In today's internet ecosystem, social media influencers serve a central purpose in the creation of a compelling online presence that engages their followers. This study examines the impact of social attractiveness, physical attractiveness, attitude homophily, actual self-congruity, and parasocial interactivity on influencer defense and purchase intention in the context of beauty influencers. A total of 689 respondents were recruited using Sina Weibo, one of the largest social media platforms in China. The results demonstrate that physical attractiveness, attitude homophily, actual self-congruity, and parasocial interactivity are crucial in affecting influencer defense. However, only attitude homophily, actual self-congruity, and parasocial interactivity emerged as significant predictors of purchase intention. The findings afford insights that can further understanding of the influencer-follower relationship in the social media environment.

The Role of Social Identity and Spokesperson in Influencing Consumer Involvement, Information Seeking, and Purchase Intention

Limited research has examined how racially diverse spokespersons in advertising may influence advertising effectiveness in an experimental setting. An online experiment (N = 330) was conducted via a 3 (spokesperson race) x 2 (product type) between-subject design with random assignment. Results showed that spokespersons’ race had a significant effect on all variables, but product type only affected purchase intention. Path modeling results suggested that participants’ social identity influenced perceived spokesperson credibility and perceived similarity to the spokesperson predicted spokesperson credibility and attractiveness, which in turn explained consumer involvement. As consumer involvement also facilitated information seeking, both variables were significant predictors of purchase intention.

The Impact of VTubers and Streamers on the Purchase Intention of Otaku and Non-Otaku Respondents: A Comparative Study

This study aims to examine the impact of two types of influencers, VTubers and streamers, on the purchase intention of Otaku and non-Otaku respondents. A quantitative approach using an online survey was conducted among Thai respondents (N = 686) to assess the influence of expertise, attractiveness, and trustworthiness on their purchase intention induced by VTubers and streamers. The results indicate that expertise, attractiveness, and trustworthiness are significant predictors of purchase intention for both types of influencers. However, the impact of these predictors varies depending on the type of influencer and respondent. The findings contribute to the literature on influencer marketing, source credibility, and Otaku subculture and have implications for marketers and content creators in the influencer marketing industry.

Exploring The Purchase Intentions and Perceptions of Generation Z Towards Electric Vehicles in Jakarta: Insights and Recommendations

This research aimed to explore the factors contributing to purchase intent towards electric vehicles (EVs) among Generation Z in Jakarta and their perceptions of electric vehicle marketing efforts from manufacturers and government programs. The study aimed to provide recommendations for manufacturers and the government to promote EVs through open-ended qualitative questionnaires, sentiment analysis from Twitter, and quantitative structural equation modelling. The open-ended qualitative questionnaire provided insights into Generation Z's purchase intention towards EVs, their knowledge and concern for environmental issues related to EVs, and their perceptions of marketing efforts from manufacturers and government programs. The sentiment analysis from Twitter revealed ositive sentiment towards electric cars, electric motorcycles, Hyundai Ioniq 5, and Wuling Air EVs. The quantitative structural equation modelling revealed that personal norms were a significant predictor of purchase intention, with a significant relationship between personal norms and environmental concern and peer effect. However, the relationship between environmental concern and peer effect on purchase intention was insignificant. Personal norms are a crucial factor in determining Generation Z's purchase intention of electric vehicles in Jakarta, and environmental concerns and peer effects have no significant effect. While Generation Z has a positive outlook on EVs, manufacturers, governments, and society need to do more to promote their adoption. Manufacturers should focus educating consumers about the benefits of electric vehicles, and governments should provide incentives to encourage their use. Further research is needed to investigate other factors influencing purchase intent, such as consumer knowledge and attitudes towards electric vehicles.

Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers

PurposeThis study aims to investigate the influence of perceived risk, including financial, functional, aesthetic, sanitary, psychological and social risks, on the intention to purchase second-hand clothing (SHC) between SHC consumers and non-SHC consumers based on perceived risk theory.Design/methodology/approachA total of 290 responses were collected, with 110 from SHC consumers and 180 from non-SHC consumers. Partial least squares structural equation modelling was used to validate the hypotheses. Additionally, a permutation test and multigroup analysis (MGA) were performed.FindingsThe findings indicate that different types of risk have varying effects on both SHC and non-SHC consumers’ intention to purchase SHC. In particular, financial, aesthetic and social risks are found to be significant predictors of purchase intention for SHC consumers. By contrast, sanitary and psychological risks are significant predictors of purchase intention for non-SHC consumers. Furthermore, the MGA results indicate a significant difference between SHC consumers and non-SHC consumers in the relationship between financial risk, social risk and purchase intention.Originality/valueTo the best of the authors’ knowledge, this is the first study to examine the effects of different types of risk on the intention to purchase SHC in both SHC and non-SHC consumers. The findings will provide practitioners with practical insights for developing more effective strategies to target these two distinct consumer groups.

Purchase intention for green brands among Pakistani millennials

PurposeThe purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green brands affect purchase intention? Does gender moderate the effect?Design/methodology/approachData was collected through an online questionnaire distributed through multiple academic and professional networks. The questionnaire was answered by 242 Pakistani millennials. SmartPLS was used to conduct partial least square-structural equation modeling analysis. The analysis was conducted using a two-stage protocol typically followed in SEM analysis. First, an outer model assessment was done to measure construct reliability and validity. This was followed by hypotheses testing in the inner model assessment. Moderating effects were tested using the multigroup analysis feature of SmartPLS.FindingsThe antecedent factors tested in this study are green brand skepticism, environmental consciousness and attitude toward green campaigns. Results show that these factors do influence a person’s attitude toward a green brand, which, in turn, influences his/her purchase intention regarding that brand. Marketers of green brands can use the factors outlined in this study to improve consumer attitudes toward their company and products. This study showed that women are more positively affected by green campaigns. Green campaigns in Pakistan may be more successful if directed at female millennials.Practical implicationsThis study conveys helpful implications for marketing managers, as specific antecedents are found to be significant predictors of purchase intention for green brands. Companies should not let the fear of consumer skepticism stop them from advocating their green products and initiatives. Green marketing campaigns can inspire millennials to encourage their social groups to be environmentally conscious. By actively helping the environment, these consumers may feel a sense of pride for their cohort and their country. As a result, Pakistan might undergo a transition to buying green brands, adopting green lifestyles and demanding green products from non-green brands.Originality/valueMost of the research on green marketing and branding for millennials pertains to developed countries. However, as roughly 90% of the global millennial population live in developing countries, it is important to conduct research in developing countries. This paper specifically focuses on Pakistan, a developing country in South Asia. A propensity toward environmental issues among millennials makes this study an important one, both for the Pakistani market and for generalizations in populated developing countries having a similar profile.

The Effectiveness of Electronic Integrated Marketing Communications on Customer Purchase Intention of Mobile Service Providers: The mediating role of customer trust.

This study examines the impact of electronic integrated marketing communication (E-IMC) on customer buying intention. Furthermore, it explores the mediation effect of customer trust in the relationship between E-IMC and customer purchase intention. Empirical evidence was obtained from 277 mobile phone users in Palestine, and structural equation modeling applied. The findings of this study revealed that E-IMC positively impacts purchase intention. Further, each of E-IMC dimensions (online advertising, online sales promotion, and online relationship marketing) were also a significant predictor of purchase intention. The findings also revealed that the positive relationship between E-IMC and purchase intention is mediated by customer trust. We conclude with a theoretical contribution, managerial implications, limitations, and suggestions for future studies.

Ease Of Use Dan Trust Terhadap Purchase Intention Melalui Customer Satisfaction Pada Situs Web Tokopedia

ABSTRACTThis study aims to analyze the ease of use variable is a positive predictor of purchase intention, to analyze the ease of use variable is a positive predictor of customer satisfaction, to analyze whether trust is a positive predictor of purchase intention, to analyze whether trust is a positive predictor of customer satisfaction and to analyze whether customer satisfaction is a positive predictor of purchase intention. The population used in this study were all users of web sites or Tokopedia applications in Indonesia. Considering the number of web site users or Tokopedia applications, the researchers took samples from the population to be respondents in the study. The research sample was collected from customers who use the Tokopedia website or application and are domiciled in the Greater Jakarta area. Hypothesis testing is done with the main data of 300 respondents. The technique in sampling in this study uses probability sampling techniques. The type of probability sampling used is the simple random sampling method. Data analysis tools were analyzed using SPSS ver 23 to measure the ease of use and trust variables of purchase intention through customer satisfaction in the Tokedia application and found that ease of use is a positive and significant predictor of purchase intention, ease of use is a positive predictor and significant to customer satisfaction, trust is a positive and significant predictor of purchase intention, trust is a positive and significant predictor of customer satisfaction, customer satisfaction is a positive and significant predictor of purchase intention.Keywords : ease of use, trust, purchase intention, customer satisfaction

The Impacts of Young Consumers' Health Values on Functional Beverages Purchase Intentions.

Internationally, there is increasing recognition of the importance of proper diet values and habits, a balanced intake of healthy food products, and rates of obesity control encompassing information on fat content and calories. In this context, some beverage manufacturers have shifted to marketing their products as having fewer calories and more functional benefits. This study aims to develop an extended value–attitude–behavior (VAB) research model that includes three constructs, namely, cue to action, self-efficacy, and health orientation, to explore the impacts of university students’ health values on their purchase intentions concerning functional beverages. The results indicated that university students’ interest in functional beverages was significantly affected by their health values. Besides, both interests in functional beverages and health orientation were significant predictors of purchase intention, while cue to action and self-efficacy were not. Based on these results, enhancing consumers’ education about food security is suggested. Furthermore, the findings provide crucial insights for marketing channels, suggesting the beverage industry can target consumers’ health values concerning health beverages as the key to purchase intention and attract business by developing practical marketing strategies.

Effect of value perceptions on luxury purchase intentions: an Indian market perspective

ABSTRACTIndia is witnessing a phenomenal growth in the luxury market segment. However, empirical studies in this domain are few and far between. The main objectives of this study are, firstly, to build and empirically test the theoretical framework designed to measure the effect of value perceptions on intention to purchase luxury fashion brands among Indian consumers. Secondly, to determine the role of gender in understanding the relationship between luxury value dimensions and purchase intention. This study employed researcher controlled sampling and questionnaires were administered through the personal interview from actual users of luxury fashion brands. Structural equation modeling (SEM) was applied to test proposed hypotheses using AMOS. The statistical analysis indicated that conspicuous value was the most significant predictor of purchase intention among Indian luxury consumers followed by hedonic value and social value. The results of the study also revealed that gender does not play moderating role in the relationship between luxury value dimensions and purchase intention among Indian consumers.

Perception and switch intention of rural customers towards organised retail

With the opening of retail sector for corporate investment, Indian markets saw the emergence of organised retail formats. While urban customers exhibited immediate interest in this newer shopping experience, their rural counterparts were slower in switching over to the organised retail. In addition to the economic considerations, the reasons behind slower adaptation of the organised retail entailed cognitive and perceptual aspects as well. The paper identifies the perceptual aspects of the rural customers on switching towards the organised retail. Data has collected from 537 rural customers to study their perceptions and switch intentions towards organised retail. The study finds that the rural customers are showing preference to go to organised retail outlets to purchase products and services that offer higher value. Findings of the survey show that 'core value delivery' is the most significant predictor of purchase intention in rural market. Pre-purchase inducement and value enhancement are also other significant predictors of purchase intention.

Perception and switch intention of rural customers towards organised retail

With the opening of retail sector for corporate investment, Indian markets saw the emergence of organised retail formats. While urban customers exhibited immediate interest in this newer shopping experience, their rural counterparts were slower in switching over to the organised retail. In addition to the economic considerations, the reasons behind slower adaptation of the organised retail entailed cognitive and perceptual aspects as well. The paper identifies the perceptual aspects of the rural customers on switching towards the organised retail. Data has collected from 537 rural customers to study their perceptions and switch intentions towards organised retail. The study finds that the rural customers are showing preference to go to organised retail outlets to purchase products and services that offer higher value. Findings of the survey show that 'core value delivery' is the most significant predictor of purchase intention in rural market. Pre-purchase inducement and value enhancement are also other significant predictors of purchase intention.

Application of an integrated framework to examine Chinese consumers’ purchase intention toward genetically modified food

The commercial application of transgenic technology in the food industry has become a crucial topic worldwide. This study aims to achieve the following objectives: (i) to examine consumers’ purchase intention toward genetically modified (GM) food by using benefit-risk analysis (BRA); (ii) to examine consumers’ purchase intention toward GM food based on the theory of planned behavior (TPB); and (iii) to determine which framework or theory significantly influences the interpretation of purchase intention toward GM food under an integrated framework incorporating the BRA and the TPB. An online survey was conducted among 408 qualified samples who were analysed through structural equation modeling. The result analysis leads to the following conclusions: (i) under the BRA framework, Chinese consumers rely on their positive attitude toward GM food to increase purchase intention and their perceived risks to decrease purchase intention. Moreover, consumers’ trust increases their perceived benefits offered by GM food and decrease their perceived risks; (ii) under the TPB framework, attitude toward GM technology is the most significant predictor of purchase intention toward GM food, followed by perceived behavioral control and subjective norms; and (iii) under the integrated framework, although most of the results in the single framework of the BRA or the TPB are supported, the BRA provides better interpretation than the TPB. In addition, several mediating effects are found in the context of purchase intention toward GM food.

Exploring The Impact Of Use And Non-Use Value On Behavioral Intention To Purchase Organic Foods: Evidence From A Developing Country’s Context

A number of determinants have been investigated by past researchers in the framework of theory of planned behavior. In addition to attitude, subjective norm and perceived behavioral control, use and non-use values have been studied by past researchers with inconsistent results. This article is aimed at identifying the impact of ‘use’ and ‘non-use’ values on organic food purchase intention in a developing country’s context like Bangladesh. Some past studies found both the values significant, whereas some studies found only use-values as dominant determinant in the consumer decision making process. The current study is aimed at exploring the impact of both the use and non-use values simultaneously on the purchase intention of organic foods. The study employs the theory of planned behavior as the research framework to investigate the impact of these values on intention. Partial least-square structural equation modeling (PLS-SEM) was adopted. Results showed that both the values were significant predictor of purchase intention along with attitude and subjective norm (SN). Perceived behavior control (PBC) appeared to be non-significant relationship. Although both the use and non-use values appear to be important in determining consumer intention, use-value carries higher impact compared to non-use value.

Predictors of purchase intention of luxury South Sea pearls

This study aims to gain further insight into the reasons behind the decline in sales of luxury South Sea pearls by exploring the different antecedents of consumers' purchase intention using the theory of planned behaviour. Data were collected using a self-administered questionnaire and analysed using a combination of statistical analysis techniques. Findings showed that attitudes, novelty seeking and self-efficacy are significant predictors of purchase intention, while interpersonal influences are not a significant predictor. This study provides industry practitioners, researchers, policy makers and retailers with new insights into the pearling industry so they are able to better develop products, design branding strategies and form policies which address current consumer behaviour.

How Individual Values and Attitude Influence Consumers’ Purchase Intention of Electric Vehicles—Some Insights from Kuala Lumpur, Malaysia

This article observes how the individual values and attitudes of consumers in Kuala Lumpur, Malaysia influence their purchase intention of electric vehicles (EVs) using the well-known theory of reasoned action (TRA). This study analyzed the data collected from 200 respondents from Kuala Lumpur, Malaysia. These respondents were asked about their views concerning their value sets, attitudes and purchase intention of EV using the structural equation modelling (SEM) technique. Findings of this study indicate that individual consequences relating to cost and convenience of consumers is negatively related to intention to purchase EVs. Environmental consequences are not a significant predictor of purchase intention. Conservation value was found to be positively related to the attitude of the respondents on environmental consequences but less intensely with individual consequences, while both self-transcendence value and self-enhancement value were positively related to individual consequences. Individual consequences and self-enhancement values were negatively related to environmentally responsible purchase intention. This article shows that the extended TRA might be applicable to the Malaysian context. The results of the study also suggest that domestic and foreign manufacturers of EVs should also take into consideration the perceptible easiness and convenience of users to recycle and reuse battery by using special materials that are recyclable and not harmful to the users.

Brand personality and purchase intention

Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.